THE WEEKLY REPORT

Vol. 28 | December 12th, 2024

December 12, 2024

Good Morning!

This week, we’re spotlighting the most marketable men’s basketball freshmen, diving into JuJu Watkins’ standout State Farm campaign and her other notable partnerships, and analyzing the biggest Out2Win Score risers of this college football season. Let’s go!

Rising Stars: The Top 3 Most Marketable Freshmen in College Basketball

WHY FRESHMEN?

Freshmen bring unique value to brands by offering the chance to partner early with rising stars, often before they reach their full potential or achieve superstar status.

This early investment not only helps brands establish long-term, authentic relationships but also positions them as part of the athlete's journey from the start. By aligning with these young talents early, brands can tap into the excitement of a fresh career trajectory and connect with highly engaged college sports fans.

Cooper Flagg, Duke Blue Devils

919K Total Followers

7.21% Average Engagement Rate

Audience Demographics

73% Male

46% Aged 18-24

Cooper Flagg’s meteoric rise as a freshman at Duke makes him a premier asset for brands. His rapid ascent in the basketball world allows brands to align early with a future NBA star while benefiting from his rapidly growing fanbase and engagement. With NIL deals already tied to major brands like Gatorade and New Balance, Flagg exemplifies the power of partnering with a rising talent at the start of a superstar career.

Dylan Harper, Rutgers Scarlet Knights

378K Total Followers

15% Average Engagement Rate

Audience Demographics

90% Male

45% Aged 18-24

Dylan Harper’s dynamic play and leadership at Rutgers have established him as a valuable brand partner. Known for his scoring and playmaking abilities, Harper’s exciting style of play attracts attention on and off the court. His NIL deal with Fanatics demonstrates his ability to merge athletic success with marketability, offering brands an opportunity to connect with his loyal following.

Mikey Williams, Central Florida Knights

5.5M Total Followers

6.71% Average Engagement Rate

Audience Demographics

80% Male

51% African American

All marketability data from Out2Win’s Intelligence Platform

Mikey Williams’ combination of explosive talent and social media influence makes him a unique asset for brands. With millions of followers across platforms, Williams offers a direct line to a young, engaged audience. While his legal challenges have created complexities, his marketability remains strong due to his established personal brand. For companies looking to leverage his visibility and appeal among Gen Z, Williams represents a powerful avenue to reach basketball fans and beyond.

Searching for under-the-radar players poised for breakout growth?

Schedule a call with us—we’ve got you covered!

JuJu Watkins: Elevating NIL and Dominating the Court

USC sophomore JuJu Watkins has rapidly ascended to stardom, not only for her on-court achievements but also through groundbreaking NIL partnerships. Her recent collaboration with State Farm Exemplifies this trend.

Boasting over 1.2 million followers on TikTok and Instagram, JuJu ranks as the second most marketable female college basketball player, according to her Out2Win Score—trailing only Paige Bueckers.

State Farm Partnership

Background

In November 2024, State Farm announced its second collegiate NIL partnership by signing JuJu Watkins, aiming to enhance its investment in women's sports. This move aligns Watkins with a distinguished group of athletes, including Patrick Mahomes, Travis Kelce, Chris Paul, and Caitlin Clark.

Execution

Watkins features alongside "Jake from State Farm" in a commercial titled "One on One," which began airing on November 29, 2024. Additionally, State Farm serves as the presenting sponsor of her NBC Peacock docuseries, "On the Rise: JuJu Watkins," produced by UNINTERRUPTED and 4.4.Forty Media.

Impact

This partnership not only elevates Watkins' national profile but also underscores State Farm's commitment to supporting women's athletics. By associating with a dynamic young athlete, State Farm enhances its brand visibility among a diverse and engaged audience.

Other Notable Endorsements

NYX Professional Makeup

In October 2024, Watkins became the first college basketball player to sign with NYX Professional Makeup, marking a significant entry into the beauty industry.

Gatorade

Also in October 2024, Watkins joined Gatorade's elite roster, becoming the third NCAA athlete to secure an NIL deal with the brand, following Paige Bueckers and Caitlin Clark.

Nike

Watkins agreed to a multiyear contract extension with Nike, securing one of the most lucrative shoe endorsement deals in women's basketball.

Through these strategic partnerships, JuJu Watkins exemplifies the growing trend of brands investing in emerging female athletes, recognizing their influence both on and off the court.

Discover more about JuJu Watkins and the trailblazing women shaping NIL in college basketball by exploring our latest blog post here.

This Season's Biggest Out2Win Score Risers in College Football

Every season, we witness athletes rise in marketability as they captivate fans both on and off the field. These players don’t just dominate the game; they excel at connecting with audiences through platforms like Instagram, YouTube, TikTok, and even podcasts, showcasing their personality, creativity, and ability to engage with diverse audiences. Here are the biggest Out2Win Score risers from this college football season, and how they’ve mastered both the game and the art of engagement.

Ashton Jeanty, Boise State Broncos

Ashton Jeanty’s Out2Win Score soared 27 points to an impressive 96 this season, driven by his dominant performance on the field and savvy off-field presence. Leading the nation with 2,497 rushing yards and propelling Boise State’s offense, Jeanty has become a household name in college football.

Off the field, he’s capitalized on the spotlight by creating engaging Instagram content that resonates with fans. From behind-the-scenes glimpses of his life to game highlight reels, Jeanty’s posts have elevated his brand. Collaborations with media giants like Overtime and Fox Sports have further amplified his reach, solidifying his status as a marketable and influential athlete.

Ryan Williams, Alabama Crimson Tide

Ryan Williams, Alabama’s standout 17-year-old wide receiver, climbed 23 points to an impressive 96 in his Out2Win Score. On the field, he’s dazzled with electrifying performances, including a breakout game against Georgia where he racked up 177 receiving yards and a touchdown, earning SEC Freshman of the Week honors.

Off the field, Williams has captured fans’ attention with his authentic and likable personality. Known for his playful and confident demeanor, he sports painted nails—a style reminiscent of basketball star Jared McCain—that adds a unique flair to his image. His podcast offers fans a behind-the-scenes look at his journey as a young athlete, while his vibrant presence on Instagram and TikTok, featuring training videos and personal moments, continues to resonate with audiences. Williams’ ability to balance on-field dominance with a relatable off-field persona makes him a standout figure in college sports and a rising star for brands.

Cam Ward, Miami Hurricanes

Cam Ward’s remarkable journey has seen him rise 18 points to an Out2Win Score of 81 this season, driven by both his on-field dominance and inspiring backstory. Starting his college career at Incarnate Word, a small FCS program, Ward quickly gained attention for his incredible arm talent and composure. His transfer to Washington State showcased his ability to excel on a bigger stage, where he’s led the team with 3,558 passing yards and 28 touchdowns this season.

Ward’s rise from a lesser-known program to a top-tier college quarterback has made him a relatable and motivational figure for fans. His humility and resilience shine through, resonating with audiences who appreciate his dedication and hard work. Ward’s story exemplifies the power of perseverance, making him not only a standout athlete on the field but also a captivating personality off of it.

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